Most brewmasters will tell you that they owe a fair amount of their success to the rest of the business operations, especially the artists behind the company’s labels. It is the way that their IPA stands out from the other dozens of IPA on the liquor store shelf. Think about it: How often have you picked up a sixpack just because the packaging intrigued you.
And while we don’t recommend that you judge a beer only by it’s label—the beer has to be delicious—we commend companies, like Left Hand Brewing that know when to get a makeover. In 2009, the company launched a redesign process with Boulder’s Moxie Sozo that was completed a year later. The new labels feature a person’s face (a beer-y version of Where’s Waldo) but borrow from the old labels (repeated imagery, like saws and cows). Use the slide ruler to see how the labels change—and click through for more.
What Changed: Sawtooth Mountain
What Stayed: The diamond-shaped saw.
The Face: Joe Schiraldi (vice president of production)
Artist: Charles Bloom